What do female consumers want from companies? The answer is simple: They just want them to be good.

Self recently released GOOD 1.5, which delves deeper into women’s responses to cause marketing and is relevant given how different the economy is from 2007. Cynthia Walsh, executive director of marketing for Self, said that while many marketers expect consumers to care less about “good” in this environment, the opposite is actually true.

“Eighty-one percent of women polled said it’s now more difficult to give to causes herself. This makes women feel bad about themselves, so they’re looking to brands to help them do good,” Walsh said. Similarly, 80% expressed concern that companies will cut back on giving back.

The study also shows that women’s emotions around supporting causes have changed. Back in 2007, they wanted to give back because it was the “ethical” and “socially responsible” thing to do as an “informed” person. Since the economic downturn, they’re driven by more human emotions–it’s now the “caring, generous, unselfish” thing to do.

The takeaway? Women want to see companies stand up for a cause, even in this economic environment, and even if it costs them a little more–73% said they would pay more for a “good” product. SS